臺灣博碩士論文加值系統

　　本研究透過深度訪談法，探討行銷人員的工作倦怠現象。為先了解行銷工作的背景，透過深度訪談，本研究整理了行銷工作的特點，共六點（「接觸許多不同層面的人」、「團隊合作」、「常常加班、無形加班」、「工作內容很繁雜」、「強調創意」、「與市場變化動態緊密連結」），以及行銷人員應具備的能力與特質，共七點（「溝通協調能力」、「配合度」、「抗壓性」、「細心」、「實現想像力的能力」、「相關的產業知識」、「個人特質：積極、企圖心、自我實現欲望強」）。
　　另外，訪談結果顯示，導致行銷人員工作倦怠的因素可由三方面來探討，分別是「工作及角色特性」、「組織特性」、「個人特性」。
（一）角色及工作特性：導致行銷人員工作倦怠的角色特性因素有「角色模糊」、「角色過度負荷」、「人際網絡」、「不受公司重視、得不到其他部門同事尊重」，而工作特性因素則有「工作產出不明確」、「工作自主性不足」、「預算資源難爭取」、「對工作產生疑問」，其中「工作產出不明確」會造成「不受公司重視、得不到其他部門同事尊重」的問題。
（二）組織特性：主要有「公司前景令人不安」、「組織制度」、「組織文化」、「各部門本位主義」、「功過獎懲」及「主管領導風格」，而其中「功過獎懲」對於行銷人員的工作士氣有很大的影響。
（三）個人特性：包括了「社會的支持」、「個人對產業發展期望過高」、「個人健康狀況」、「無法滿足成長需求」。
　　再者，本研究歸納行銷人員面臨工作倦怠時可能發生的癥狀，而這些癥狀大致可分為四類，分別是「生理及情緒上」、「人際關係上」、「態度上」、「行為上」。企業及行銷人員皆可藉由這些癥狀來檢視公司內的行銷人員是否有工作倦怠的現象，以便及早因應。最後，本研究彙整了因應行銷人員工作倦怠的方式，可由「組織及主管」、「行銷人員個人」兩方面來處理，組織及主管可由「公司制度」及「心理、實體環境」著手改善，而行銷人員個人則可從「行為」及「心理」兩方面來調適自己。

This research explored marketers’ burnout through the in-depth interview. To understand the essence of marketing job, this research (1) addresses the characteristics of marketing job, including team work, overtime work, miscellaneous job specification, creativity, encounter with various people, and dealing with the changing market, and (2) explores the abilities marketers should possess, including communication skills, pressure resistance, the ability to carry out creativity, co-ordination, carefulness, industry knowledge, and the personalities─optimism, aggressiveness, and self-realization.
In addition, this research finds out that the antecedents of marketers’ burnout can be grouped into three categories.
1. Job and Role Characteristics:
Role characteristics include role ambiguity, role overload, interpersonal network, and ignorance by the company and colleagues; besides, job characteristics consist of intangible outputs, insufficient empowerment, scare resources, and doubts about job. Of the above characteristics, intangible outputs would contribute to ignorance by the company and colleagues.
2. Organizational Characteristics:
The main factors are that company’s doubtful prospect, organization regulations, culture, departmental egoism, the reward and punishment system, and supervisors’ leadership. Among them, the reward and punishment system might play an important role on morale.
3. Personal Characteristics:
This category encompasses social support, over-expectation about industry development, personal health, and unsatisfied desire to learn.
Moreover, this research classifies symptoms of marketers’ burnout into four categories, including physical and emotional, interpersonal, attitudinal, and behavioral symptoms. According to these findings, supervisors and marketers can review whether marketers are experiencing burnout so that some actions might be taken earlier.

目錄 I
表目錄 III
圖目錄 IV
第一章　緒論
　第一節　研究背景與動機...................................1
　第二節　研究目的.........................................3
第二章　文獻探討
　第一節　工作倦怠的定義...................................5
　第二節　工作倦怠相關的研究模型...........................7
　第三節　導致工作倦怠的前因..............................12
　第四節　工作倦怠對個人及組織造成的結果..................22
　第五節　因應工作倦怠的方式..............................26
第三章　研究方法
　第一節　研究方法的選擇..................................29
　第二節　抽樣計劃........................................30
　第三節　資料蒐集與訪談大綱..............................31
　第四節　樣本選擇........................................34
　第五節　資料記錄與分析..................................35
第四章　研究分析 37
　第一節　行銷工作的特點及行銷人員應具備的特質及能力......38
　第二節　導致行銷人員工作倦怠的因素......................48
　第三節　行銷人員的工作倦怠症狀..........................70
　第四節　因應行銷人員工作倦怠的方式......................79
第五章　研究結論與建議
　第一節　行銷人員的工作倦怠..............................85　
　第二節　研究貢獻........................................92
　第三節　研究限制與對後續研究的建議......................94
參考文獻
　中文部分................................................95
　英文部分................................................96

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